Marketing In The Time Of Trump: Why Eternal Optimism No Longer Works

Marketing In The Time Of Trump: Why Eternal Optimism No Longer Works
SHARE
THIS



The world’s indeed a changing place – Brexit, Trump, Hanson, Bernardi – it’s the rise of global populism and, in a lot of ways, negativity and ever-optimistic marketers may need to change their traditional marketing ways.

That’s the view Erminio Putignano (pictured below), the co-founder of Melbourne brand consultancy PUSH Collective, who’s warned marketers it might be time to chuck-in their traditional rosy view of the consumer world.

3e163cc

Putignano argued the world is changing and marketers, generally speaking, haven’t picked-up on, or are “in denial” to a lot of what’s going on around them.

“If you take other industries – say politics, sociology, defence, economics, you name it – they’re talking about these things,” Putignano told B&T.  

“But when it comes to the worlds of business and marketing there are no interesting conversations going on. I think people in marketing tend to be very optimistic, they have this ‘rose-tinted glasses’ view of the world, that everything will be good and everything will get better, and that means that marketers don’t often see dangers in the issues that are happening in front of our eyes.

“Marketers tend to be obsessed with the things that are going against the scale of what is actually happening. Marketers tend to be very insular and often the feeling is that marketers are missing the bigger picture, the strategic and cultural implications of what changes are happening,” he said.

For Putignano, the problem for many in the industry is that they get bogged down in the details – how to optimise, the customer experience, the tactics – however, when there’s a big cultural shift (as we’re witnessing now) they’re often incapable of changing a brand’s conversation in their favour.

So what are Putignano’s tips for marketers to help them adapt to this brave and somewhat scary “new world”?

“There’s not short-cuts,” he said. “I’d love to give you a series of tips that solve everything but no one has them. What really matters is having a sense of awareness that brands need to be created and managed in this new cultural context that is unfamiliar.

“It feels that a lot of marketers are missing this big cultural shift and they’ve become too obsessed with the tactics of marketing and they’ve not realised those traditional points of reference are changing.”

Another problem, Putignano believes, is we’re all becoming more distrustful; not just of brands but lots of traditional pillars – government, media, the corporate world, etc. And that’s a huge problem when marketing itself is based on trust, he said.

Marketing, he believed, had this idea that “the future will always be better” and that is no longer the case. “And marketers will need to change they’re thinking, it will need to be completely different from the past,” Putignano said. “And I’m not sure most marketers are equipped to do that.”

And he believed it was the global brands that would be in most strife: “There’s a lot of mistrust in the world at the moment if you think Brexit and the Trans Pacific Partnership, they’re global problems that will impact on global brands.

“Twenty years ago multinationals were held up as the best way a business could be run and you only need look at the (current) investment from these multinationals to know that it’s contracting. Not only that, multinationals aren’t performing as well as they did, they’re starting to get beaten by local competitors. So they’re under threat and on the retreat and they’re losing their appeal that they once had,” Putignano concluded.

 

Please login with linkedin to comment

Latest News

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]